Pernod Ricard has unveiled a new bottle design for its Kahlúa coffee liqueur.
The supplier has also reduced the liqueur’s ABV from 20% to 16% to cater to consumer trends towards lower-alcohol options.
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The new design modernises the branding, while enhancing the brand’s association with real coffee ingredients.
It comes as the product has increased 90.6% in value in the last 12 months. It is now available to all major wholesalers.
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Chris Shead, off-trade channel director at Pernod Ricard UK, said: “Kahlúa is in double-digit growth as consumers have been experimenting with serves such as the Espresso Martini at home, and the brand is set to continue this momentum with an eye-catching new look that will enhance its visibility on-shelf.
“The pack refresh is a natural evolution for the brand, and we’re confident it will attract coffee lovers and recruit incremental shoppers to the category.”
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